A new feature is a thing that a platform itself will be talking about because it’s new. These are the types of updates that Instagram boss, Adam Mosseri, likes to share on his feed, like:
These types of format updates and feature rollouts can make for sensational headlines from news outlets and overconfident marketing gurus, but more than anything, they benefit the platform itself vs. the users. In these moments, the platform will do everything in its power to hook users into its newly created social-validation feedback loop to coax more contributions and engagement with the new tool, all in an effort to increase user time on the platform.
The algorithm, by comparison, is the set of rules and calculations used to rank and promote content on a given social media platform, that analyzes billions of data points and executes commands to prioritize content in users' feeds. No one really knows how the algorithm fully works, not even the people and engineers who built them, which is highly problematic for numerous reasons.
The point is, it’s important to consider your own reaction to what the platforms are doing to benefit its own bottom line, and if making rash updates to your entire social strategy is worth the effort to pivot in the short term and the long term, considering the next update is inevitably just around the corner.
2. Strategy and tactics are not the same thing